Lifting equipment manufacturer Caldwell has launched its revamped website as part of the company’s rebranding.

Caldwell said the updated website, which it has been working on for almost a year, positions the business closer to end users, distributors and potential partners.

The website provides a full catalogue of the company’s below-the-hook and other lifting equipment, as well as SmartSpec – a digital tool that allows distributors to configure products.

Darrin Noe, director of sales at Caldwell, said: “As an organisation, we have been putting a lot of emphasis on evolution, whether it be through our products or our internal culture. The website needed to better reflect that same mindset.”

He continued: “If you want a catalogue product, it is right there in front of you. If you want something a little more customisable, you can simply click a button to take you to SmartSpec. And if you are hunting for a full blown, one-off system, you can contact our sales staff from that same window.”